London-based PR and digital communications agency Rooster PR has been handed one of the year’s most interesting PR briefs after being appointed to get Egypt’s tourism industry back on track in the after the recent upheavel in the North African country.

Rooster PR, headed up by MD James Brooke, won the 12 month contract for the Egyptian Tourist Authority (ETA) as part of a competitive pitch and will now raise awareness of Egypt and encourage travellers across the UK and Ireland to return to the country in line with the stated travel advice from the Foreign & Commonwealth Office (FCO). Currently, the FCO has declared Egypt’s popular Red Sea region to be suitable for travel and is continuing to evaluate other areas of the country.

The incoming agency’s first priority will be to organise a press conference for the Minister of Tourism at the annual World Travel Market (WTM) from 4th – 7th November 2013. Scheduled for 2.30pm on Monday 4th, the press conference will see Egypt’s Minister of Tourism, Hisham Zazou, address the media and answer questions on the destination’s plans for the next 12 months.

Omayma El Husseini, Director UK & Ireland, Egyptian Tourist Authority, stated: “We want to effectively communicate that the country’s key tourism destinations are safe to visit. We are looking forward to working closely with James and his team at Rooster PR.”

Rooster PR’s Managing Director, James Brooke, commented: “As the much publicised situation in Egypt continues to improve, there is no better time to begin a proactive communications campaign for the ETA; we look forward to promoting all that is great in Egypt.”

The account will be led by Brooke and Rooster PR account manager, Linda Cerminara.